Individuality isn’t about standing out for the sake of it.

To me, it’s about feeling comfortable enough to be yourself without needing permission from anyone else. It’s choosing what feels authentic, even if it isn’t what’s expected or what’s trending.

I’ve never believed that fashion should tell people who they need to become. I think the best clothing simply helps people become more of who they already are.

For a long time, I found myself caught between two very different worlds. By day, I was working as an sparky on an completely contrasting, not overly creatively stimulating environment. Outside of work, I was immersed in fashion, photography and design. For a while, I felt like those two parts of my life didn’t belong together.

Eventually, I realised they didn’t have to.

Individuality isn’t about fitting into one box. It’s about embracing every part of who you are, even the parts that don’t seem to make sense together.

That’s the foundation Where’s Eugene was built on.

I don’t design clothing to chase trends or define someone’s identity. I design pieces that leave room for the person wearing them. Clothing should feel like an extension of you, not a costume or a statement you’re trying to prove.

I hope that when someone wears Where’s Eugene, they don’t feel like they’re wearing my vision of style. I hope they feel more like themselves.

Because that’s what individuality means to me.

Not being different for attention.

Simply having the confidence to be yourself.